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Co-creation with Customers

Co-creation with Customers

Frank Piller

Christoph Ihl

Publisher:

The MIT Press

DOI:10.7551/mitpress/9780262018494.003.0172

This chapter examines the tools available for companies that want to involve customers in open innovation initiatives. It explains that leaders must be able to identify suitable targets for co-creation and understand how to integrate co-creation with organizational processes. It discusses a proposed framework for structuring customer co-creation and provides examples from different companies including Fujitsu Computers, Emporia Telecom, and Muji. This chapter also considers the potential problems and organizational barriers in getting customers involved with such processes as product design, production, and marketing.

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PRINTED FROM MIT PRESS SCHOLARSHIP ONLINE (www.mitpress.universitypressscholarship.com). (c) Copyright The MIT Press, 2017. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a monograph in MITSO for personal use (for details see http://www.mitpress.universitypressscholarship.com/page/privacy-policy).date: 19 March 2018